pr career

Intro to Military PR by Lt. Colonel Ann Peru Knabe, APR+M

Heather Sliwinski 3 Comments

Ann KnabeIt is hard to believe I have been in military public affairs – the military’s version of PR – for almost two decades. I joined the Air Force Reserve in college and along the way was commissioned as an officer. Just like in the 1990s, today’s public affairs field is very exciting.

What exactly do I do? Right now I am assigned as a Reservist to the Pentagon, serving in a public affairs role with the office of the Secretary of the Air Force – Public Affairs. My immediate role is to support the outreach, opinion and engagement division.

My primary job for the last couple of months has been working on media training for high-level defense and federal officials. I develop training scripts, play the role of reporter and help with scheduling (this is all in addition to my full-time teaching job in Wisconsin). My favorite part of this job is playing the role of a reporter live from a remote location in New York. The trainee cannot see me, so it can be quite challenging. We provide feedback, offer other scenarios and give the trainees a video of everything that occurred. The Air Force has a very comprehensive media training program at the Pentagon – it shares the same tech qualities and capabilities of regular TV.

But PA – as we call public affairs – is not limited to media training. For many years, I served as the director of public affairs at an Air Force wing. I was responsible for community relations (tours, special events, and outreach), internal communications (employee newsletters and related communications), media relations and congressional relations. As a part-time employee, I had a lot of fun and gained exceptional experience. We managed a variety of projects, ranging from military balls to Presidential visits.

More recently, I have been involved in the Reserve’s social media strategy and have supported special projects like Tour for the Troops. In the Tour for the Troops, I executed the social media plan for Air Force Reserve as we flew Kid Rock around to various concerts in the war zone. Now THAT was interesting!

It is also important to note that you do not have to wear the uniform or join the military to do public affairs. The different branches of service have hundreds of opportunities to work as a civilian in PA.  Of course, as a civilian, you are less likely to deploy to remote places.

If I had to identify when my role really transformed, it would be 9/11. Ten years ago, my military job changed significantly, as did the “ops tempo” or rate we were supporting the active duty Air Force. Suddenly, we were helping activated Reservists, managing multiple media requests, honoring returning Airmen and Soldiers and executing other wartime activities in addition to our regular work. I was also activated – or deployed – three times in the last five years. I completed two tours in Southwest Asia, where we have a large base flying daily missions into Iraq, Afghanistan and Africa. I served as the Pentagon’s spokesperson for the Guantanamo Bay War Court in my most recent tour. Throughout these experiences, I have made the greatest friends of my life. After sacrificing and facing daily uncertainty with my brothers and sisters in arms, we cannot help but become closer because of the trust needed in a mission. I love this aspect of the military.

I love the Air Force, and cannot say enough positive things about my experience in the Reserve. I have worked in more than 20 different countries, met lifelong friends and mastered tough communication skills. The Reserve has also given me priceless education and extra income. There is room for more public affairs officers and civilians – the military can be a fabulous career.

It is not a piece of cake, though. On those days that seem especially hard or challenging, I always remember this quote: “If it was easy, everyone would do it.”

Ann KnabeLt. Colonel Ann Peru Knabe, APR+M, Air Force Reserve Public Affairs Officer

Knabe is a dynamic change-agent in public relations. She believes innovation and progressive thinking are keys to survival in today’s competitive global PR environment. Her 20+ years in military public affairs and international NATO settings leverage her civilian and educational experiences. Knabe is a “relationship-builder,” referring to her extensive work in media relations, internal communications, social media, community relations, international public affairs and congressional relations.

Navigating Your Financial Future:Tweets from the Brown Bag

Heather Sliwinski 1 Comment

The PRSA New Professionals Section held our first brown bag teleconference “Navigating Your Financial Future” with financial advisor Jim Beverley on Thursday.  In case you missed it, Beverley covered four main topics directly affecting new professionals: student loans, credit scores, retirement savings and budgeting. PRSA New Professionals Twitter hashtag #npprsa tracked the conversation surrounding Beverley’s most valuable advice.

On student loans:

@MelindaBiegen: Tips on paying student loans from #JimBeverly– Step 1) Organize your loans, start paying the ones off w/ the highest interest rate. #npprsa

@MelindaBiegen: Step 2) Never miss a payment! If you can, try to set up automatic payment plans. Don’t be afraid to pay a little extra too! #npprsa

@MelindaBiegen: Step 3) #JimBeverly encourages recent grads to see a local Tax Advisor to educate us further and answer any financial questions. #npprsa

On retirement savings:

@prsanewpros: Save early! If you want to have $1 million at retirement and start saving at 25 = $300/mo., at 35 = $700/mo., 55 = $5,326/mo #npprsa

@DZ_Invictus: Retirement savings through company withholding plans confers pretax convenience, possible matching benefits. #npprsa

On budgeting:

@daniellerideau: Creating a budget for my future. budgeting.thenest.com #npprsa

@JoriRobinson: Good to have 3-6 months of expenses in cash in savings that is readily available in the event you lose your job. sleepability #NPPRSA

On credit scores:

@AnnaCramer1: Any number in the 700s is good, 750 + is excellent for credit score #npprsa

@prsanewpros: Improve credit score: 1. reduce debt 2. get back on track with missed payments 3. spend less! #npprsa

What’s the bottom line from Beverley’s seminar?

@AnnaCramer1: Save some money every month, pay some debt off every month and most importantly: live within your means! #npprsa

If you are interested in hearing the playback of this discussion, and did not register prior to the event, please stay tuned to our online discussion forum for a link to the recording.  This event is free for Section members.

Jim BeverleyJim Beverley, CLU, ChFC, CFP®, Financial Advisor, Partners Wealth Management

Jim Beverley has 16 years of experience as a financial advisor. Beverley offers Securities and Investment Advisory Services through NFP Securities, Inc., member FINRA/SIPC. NFP Securities, Inc. is not affiliated with Partners Wealth Management.  Beverley empowers clients by eliminating conflicts of interest, taking the time necessary to understand each client’s financial situation and educating clients on the solutions available to help accomplish their objectives.

Navigating Your Financial Future: Q&A with New Pros Brown Bag Speaker Jim Beverley

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You have, or are looking forward to, one of your first jobs in public relations—and your first steady paycheck. So, how can you take steps now to ensure you are building a strong financial foundation?

Join New Professionals Section members for a free brown bag teleconference “Navigating Your Financial Future” on Thursday, April 21, hosted by financial advisor Jim Beverley.  Beverley is a financial advisor with Partners Wealth Management with more than 15 years of financial planning experience.

PRSA New Professionals Blog Co-Chair Heather Sliwinski spoke with Beverley to get a preview of some of the topics he will be covering on Thursday.

Heather Sliwinski:  In regards to their finances, what are the biggest challenges facing new professionals in today’s economy? 

Jim Beverley: These days I hear quite a bit about paying off student loans as a significant challenge to new professionals.  The cost of education required for getting a job and the recent investment landscape has made debt-free education a rare situation. 

HS: Another crop of seniors is graduating this spring.  What is a tip you have for those who are about to face their student loans? 

JB: Shop for the best available repayment strategy, pay every time on time and if you can pay more, do so.   Getting beyond these loans will help you get to saving money earlier in your life.  It also helps you build your credit for when you are ready to buy a home or car.

HS: Do young professionals often seek out your council? If not, why do you think that is the case? 

JB: Young professionals do not typically seek my council.  In most cases, I have the feeling they would rather spend their money on buying fun things for their life.  Cars, electronics, clothes and eating out seem to get the priority over paying for financial advice.  On the one hand, I understand that motivation, and yet if they would spend their first dollars saving for their own future, they would soon be able to afford all the clothes, dinners, cars and electronics they desire. 

HS: In your 16 years of experience, surely many of your clients have told you about financial regrets. What is the most common regret, and what can new professionals do early in their careers to prevent it? 

JB: By far the most common regret my clients share with me is that they did not start saving early enough, and when they started, they wish they had saved more of their income.  While there are many regrets, it is amazing to me how often I hear this response.

HS: If you could give just one piece of financial advice to recent graduates, what would it be?

JB:  Whatever your income is, live as if you earned 10 percent to 20 percent less than that, and get in the habit of saving money from your first paycheck.  Do not get into the mindset of, “as soon as I get x, then I’ll start saving”.  Save some of EVERY paycheck you get, and do it right away. 

So how do we start saving?  Find out by registering for the brown bag today!  Among the general topics, Beverley will discuss:

  • A sample budget based on an average entry-level public relations professional’s salary
  • Managing your credit, including what affects your credit score (and how it affects what you can do with your money)
  • An overview of available student loans, and tips to make the repayment process as painless as possible
  • Planning for retirement (clearly, you are not too young)

Jim BeverleyJim Beverley, CLU, ChFC, CFP®, has 16 years of experience as a financial advisor. Beverley offers Securities and Investment Advisory Services through NFP Securities, Inc., member FINRA/SIPC. NFP Securities, Inc. is not affiliated with Partners Wealth Management.  Beverley empowers clients by eliminating conflicts of interest, taking the time necessary to understand each client’s financial situation and educating clients on the solutions available to help accomplish their objectives.

Don’t Press “Send”! E-mail Lessons from a New Pro by Joshua Romero

Heather Sliwinski 1 Comment

Being a new staffer at an organization can be a challenge – reading through binders of HR paperwork, figuring out everyone’s names and responsibilities, getting the copier code right, learning how to dial out, the list goes on and on. The last thing you should worry about is making rookie mistakes communicating via e-mail.

Here are some of my tough lessons learned in the world of e-mail communication:

Did I Press “Reply”? I Meant “Forward”.

What Happened: When I was assigned to write my first news release for the law school featuring a quotation from the dean, my supervisor suggested that I craft a statement from the dean and ask for his approval. She was very encouraging of my work, suggesting that the dean rarely, if ever, suggests changes or revisions to the statements we prepare. I sent the dean my quotation.

When he replied, I was surprised to see that he had some significant changes to what I had prepared. Keeping my supervisor in the loop of my progress, I sent her an e-mail: “Of course, he would want to edit the very first quote I put together for him. HAHAHA! Good thing this hasn’t gone out yet. Can we just go home, since this is most definitely a Monday!?!”

I thought the e-mail went to my supervisor. Apparently I hit “reply” instead of “forward” and the lighthearted message went right to the dean’s inbox.

What I Learned: Our dean is a very gracious man! In all seriousness, he was very understanding of the incident and understood my joking about the challenges of our work. He even said that it is good for us to laugh at those things. More importantly, I learned to always double-check the recipient before I press send.

Can I Have Your Number?

What Happened: It was a busy media day for me with three requests for legal experts coming in from three reporters on three different subjects. With the chaos of logging reporter contact information and trying to get professors on the phone or on e-mail, my desk was covered in a patchwork of Post-it notes. I secured one of our professors and the reporter asked me to e-mail her the professor’s contact information. I typed out the e-mail, double-checked who I was sending it to and pressed send. Moments later, I got an e-mail back from the reporter: “You sent me my phone number.”

What I Learned: As important as it is to respond quickly to media requests, it’s just as important to provide our media colleagues the correct contact information. I got lucky. The reporter saw my e-mail and corrected me. She gave me a chance to make things right, when she could have just moved on to another legal expert.

You’re Not So Special

What Happened: I’m probably not alone in sending out news release e-mail blasts. I’ve been fortunate enough to develop one-on-one relationships with some members of the media who have asked that I send all of our news releases to them. With these contacts, I compose a news release e-mail and “Bcc” them. After a few weeks without sending news releases, I had some news to share. Since I was out of practice on my releases, I accidentally entered my contacts in the “To” box instead of “Bcc.” Whoops! Looks like my media friends aren’t so special anymore, because everyone gets that news release.

What I Learned: On the surface, I learned to double-check where you’re entering recipients’ e-mail addresses. More importantly, I realized the value of that personal touch with your media contacts. Just because everyone wants your news release, that doesn’t mean you can’t send it out individually. It is more work, but I’ve found that it helps to nurture those relationships you’ve already built. It also gives your media friends that “I’m special” feeling. Plus, it keeps them from thinking that someone else might cover the story so they don’t have to.

Learn from my mistakes. Only press ‘send’ when you know you’re sending the right message to the right person. For those who can’t break the habit of pressing ‘send’ prematurely, you can always learn how to recall an e-mail!

 

Joshua P. Romero is the marketing & communications coordinator at California Western School of Law in San Diego. He manages the media relations and social media programs for the school. Romero is Member Co-chair of the New Professionals Section of PRSA.

Intro to Independent PR: Part One with Robert Udowitz

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According to the 2008 PRSA Membership Value Perception and Satisfaction Study, 6 percent of PRSA’s members are “independent practitioners”. This month’s “Intro to” series features two such professionals who once worked in agency, corporate and association PR and have since joined the ranks of independents.  Robert Udowitz, Principal at RFP Associates, LLC, spoke with Mike Greenberg of the New Professionals Section about life as an “indie”.  Check back on Friday, February 25 for part two of the series with Susan Rink, Rink Strategic Communications, LLC.

 

Mike:  What was your PR experience like before you decided to practice as an independent?

Robert:  I am entering my seventh year as an independent. Immediately prior to going out on my own I was working at a trade association as its director of communications. Before that I had been in corporate communications and at a couple of PR agencies in Washington, DC, and New York City.

Mike: What do you offer clients that an agency doesn’t?

Robert: In most cases I offer my clients equal if not more experience through a more economical and efficient model.  I’ve done crisis counseling, community relations work, media relations, analyst and investor relations, writing and event planning.  I have even created an animated video—from concept, to writing the script and directing the shoot!

Mike: What is your work environment like?

Robert: My work environment is as professional as it was when I had an employer. With all the modern technology I use, the only disadvantage I have is the lack of an office tech support team at my beck and call. 

Mike: What types of non-PR abilities and interests are needed in order to succeed as an independent practitioner?

Robert: You must possess some simple financial management and business skills.  In particular, when you start out you need to determine how much to charge clients. Then you need to tabulate your monthly expenses so you know how much money has to come in to afford your lifestyle. From there it’s critical that you devote time each month toward bookkeeping and billing your clients. Your business skills are critical to building a client base, marketing yourself, and maintaining a steady income.

Mike: What are the greatest challenges an independent faces?

Robert: The work will always find you, but there’s never enough time to market yourself for those times when you need more work. As long as you stay networked and are always talking to your colleagues and meeting new people, you will find work the moment you have the time to take on something new.

Mike: What has surprised you the most about being an “indie”?

Robert: How capable I was. In the confines of office work there isn’t much time to create opportunities that go outside of your assignments. And, sometimes you observe that the decisions that are being made aren’t as productive as they should be. As an indie, you have an ability to accomplish more and there’s a degree of pride when you are able to look back and see all that you have done.

Mike: What advice would you give a new professional who wants to work as an independent?

Robert: You have to have experience, and preferably a diverse amount of experience.  The more you’ve exposed yourself to professionally before you go out on your own, the more of an asset you’ll be for your clients.

Robert UdowitzRobert Udowitz, Principal, RFP Associates, LLC

Over the course of his 25-year career, Udowitz has worked at public relations/public affairs offices, corporations, and trade associations. He recently began RFP Associates, LLC (www.rfpassociates.net), a PR agency search firm specializing in the request for proposal process for companies seeking a public relations agency. Prior to creating RFP Associates, he operated RUdowitz Consulting, a PR/PA consultancy based in Washington, DC, where his clients centered in the financial industry but included commercial real estate companies, trade associations, a magazine publisher, and government contractors.

Udowitz has been a member of the Board of the Public Relations Society of America’s National Capital Chapter for the past four years and on the Board of the Independent Public Relations Alliance for more than five.